Abstract

This research aims to analyze the influence variables of brand image and store atmosphere to satisfaction and its impact on customer loyalty Wendy's Paragon Mall Semarang. The population in this research were all customers of fast food restaurant Wendy's Paragon Mall Semarang.

Sampling is determined by using purposive sampling method with the criteria of: at least 17 years old, and has a second purchase minimum transaction with product consumption at place (On the Spot ) in Wendy's Paragon Mall Semarang. This research is a quantitative type that uses primary and secondary data. The data retrieval methodin this study uses questionnaire which modified by Google Form and distributed through researchers’ mobile phones in order to facilitate the respondents in filling out questionnaires. The samples obtained in this research amount to 111 respondents. This research analysis techniques uses validity test, reliability test, multiple linear analysis, F test, test the coefficient of determination and t test, The results showed that the brand image and significant positive effect on satisfaction, store atmosphere posistf and significant effect on satisfaction, and satisfaction positive and significant impact on customer loyalty.